Kwemeza amakuru ya B2B: Ico ari co n'ingene wobikora neza

Amashirahamwe arazi ko amakuru yayo afise ingorane, ariko menshi ntiyateguwe kuyamenya hakiri kare. Hari ubushakashatsi bwo mu rwego rw’inganda bwo mu 2025 bwasanze 84% y’amashirahamwe avuga ko ahura n’amakuru atari yo canke yisubiriza; kugenzura imeli na telefone ni vyo bigize umugabane munini w’ibikorwa vyo kwemeza ubu, ku 36%. Ivyo bisigura ko ibibanza vyinshi bitaremezwa biri mu bubiko bw’amakuru abantu bariko bubakako amasekeza.

Iyi ngingo irasenyura ico kwemeza amakuru ya B2B ari co mu vy’ukuri, ivyo bisuzumwa, ingene iyo nzira ikora mu bikorwa, n’ingene wogerageza urutonde rw’amakuru imbere y’uko uriha kugira ngo ururonke. Nimba uriko uriruka uruvyaro rw'abarongozi amasekeza canke gutanga amakuru muri porogaramu yo gutanga amanota, iyi ni yo nzira ifata ingingo nimba imwe muri zo ikora.

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Ukwemeza amakuru ya B2B ni iki?

Kwemeza amakuru ya B2B ni uburyo bwo kugenzura amakuru y’aho wohamagara, amakuru y’ishirahamwe, n’amakuru y’akazi ugereranije n’ukuri, atari ugereranije n’urupapuro rw’ibara. Si "ibi bisa n'uko vyateguwe neza," ariko "ibi biracari ukuri ubu." Igitabo gishobora kuba kitagira amakosa yo kwandika kandi kikaba kigifise amakosa, kuko uwo muntu yimukiye mu yindi sosiyete muri Ndamukiza.

Ivyo bitandukanye n' gusukura amakuru, ikosora imiterere n'ugukuraho ivyisubiriza, kandi bitandukanye n' gutunga, yongerako ivyicaro utagira mbere. Kwemeza ntibikora. Bifata umurima usanzwe uri mu nyandiko maze ugasuzuma nimba ugihuye n’isi nyakuri.

Ku muntu wese yubaka b2b umuyoboro w'ugurisha hejuru y'urutonde rw'ibintu vyaguzwe canke abagurisha amakuru, iryo tandukaniro rirahambaye kuruta uko ryumvikana. Ububiko bw’amakuru bushobora kutagira ikosa na rimwe ryo kwandika canke ivyisubiriza, ariko bukaba bwuzuye abantu batagikora aho inyandiko ivuga ko bakora.

Ivyo vyemezwa mu bubiko bw'amakuru bwa B2B

"Kwemeza amakuru" bimeze nk'akazi kamwe. Mu vy’ukuri ni akazi gatanu gatandukanye, kandi umwe wese asuzuma ikintu gitandukanye.

Amakuru yo guhamagara (imeyili): Inyuguti irabanza gusuzumwa, mbega aderesi ikurikira uburyo bubereye. Kubaho kw'isanduku y'ubutumwa ni co gikurikira, mbega iyo sandugu y'ubutumwa iriho vy'ukuri kuri server. Nta na kimwe muri ivyo gifata ingorane nyayo: ingorane zo gutanga. Aderesi "sales@" canke "info@" irashobora guca muri izo nkuru zompi kandi ikaba ari catch-all ata n'umwe asoma ubudasiba, bisobanura ko outreach ishika aho ataho ija.

Amakuru yo guhamagara (telefone n'aderesi) : Inomero za telefone zibanza gusuzumwa imiterere, hanyuma ubwoko bw’umurongo: telefone ngendanwa, telefone yo mu nzu canke umurongo mukuru uca mu mahitamwo menshi imbere y’uko umuntu awitaba. Kumenya ko ugikora ni irindi genzura. Inomero itaziguye yahora ishikira VP ishobora kugihamagara, ariko ikavuga ku meza ata muntu ariyo inyuma y’ihinduka ry’imiterere. Aderesi z’iposita na zo zigenzurwa gutyo: mbega imiterere ihuye n’ahantu nyaho hashobora gushikirizwa, canke ni urukurikirane rw’inyuguti gusa rusa n’aderesi?

Amakuru y'akazi n'uruhara: Aha ni ho inyandiko zisaza ningoga. Guhuza umukoresha biremeza ko umuntu agikora mw’ishirahamwe riri muri dosiye. Izina ry’akazi n’urwego rw’ubukuru bigenzurwa kimwe kimwe, kuko umuntu ashobora kuduzwa mu ntera, ikibanza c’ishirahamwe kikaguma ari co ariko izina ry’akazi rikaba rimaze gusaza.

Amakuru y'ishirahamwe: Ibintu bine biragenzurwa hano: ko ishirahamwe rigikora, igitigiri c’abakozi, aho icicaro gikuru kiri n’urwego rw’inganda. Ishirahamwe ryaguzwe canke ryafunze rituma amakuru y’abantu bose bari munsi yaryo ata agaciro icarimwe, ni co gituma iri genzura rikorwa ku rwego rwa konti, atari umuntu umwe umwe.

Amakuru y'ubuhinga n'ubuhinga: Ivyuma vy'ubuhinga birasuzumwa n'ivyo ishirahamwe rikoresha uno musi, atari ivyo umuntu yanditse igihe iyo nkuru yubakwa ubwa mbere. Ivyerekana ivy’amahera n’iterambere bigenda gutyo nyene, igice c’amahera canke igice c’ugukura abantu mu kazi gishobora guca igihe c’ivy’ubutunzi mu ndwi nkeyi.

Urubuga n'amakuru y'indangarubuga: Mbega URL iri ku rutonde irashirwako, kandi yoba ari iya sosiyete iri mu nyandiko. Ivyicaro birahagarara, bihindurwa, canke bikagurishwa kenshi kurusha uko abantu biyumvira, kandi uruja n’uruza rwapfuye ruri hejuru y’inyandiko ni ikimenyetso ca mbere c’uko ibindi navyo vyacitse.

Si umurima wose ubora ku rugero rumwe. Amazina y'akazi n'amaderesi ya imeyili bikunda gusenyuka vuba kuruta amakuru y'urugero rw'ishirahamwe nk'inganda canke aho icicaro gikuru kiri. Ni co gituma nyene kwemeza bikeneye uburyo bw’umurima ku wundi, atari uburengeti bumwe buca hejuru y’inyandiko yose.

Uko uburyo bwo kwemeza amakuru ya B2B bukora

Gusuzuma amakuru umurima ku murima ni ikintu kimwe. Guhindura ivyo mu nzira ikipe ishobora gukora mu vy’ukuri ni ikindi.

1. Shiraho urugero imbere y'uko ukora ku nkuru imwe: Fata ingingo imbere y'igihe ico giharurwa ko "gifise akamaro bihagije" ku kibanza cose: ni igitigiri ikihe c'amakosa cemewe ku ma email, ni urugero uruhe rw'ukwizigira rusabwa ku mutwe, nimba umubare w'ibarabara ry'ibarabara ubarwa nk'ubereye canke ushirwako ibendera. Siga iyi ntambwe maze igitabu cose co ku rubibi gihinduke uguhamagara urubanza gukorwa ku nzira, akenshi bidahuye, akenshi n’uwo wese yoba ariko arabiraba uwo musi.

Umuyobozi wa GTM ashinga intumbero z’igihembwe akeneye ko izo ngingo ngenderwako zifatwa imbere y’uko umugwi utangura, aho kuzijajako hagati mu mugambi. Iyo ingingo ngenderwako imaze kubaho, umuntu wese akurikira akoresha urugero rumwe aho guharira ku nyandiko imwe imwe.

2. Gukoresha buri murima biciye mu gusuzuma ko bihuye: Imeli ica mu kwemeza insiguro y'amajambo, hanyuma igenzura isandugu y'iposita, yemeza ko aderesi yatunganijwe neza kandi ko isandugu y'iposita iriho vy'ukuri. Telefone irasuzumwa ku bijanye n’imiterere, hanyuma ku bijanye n’ingene ihuriye, nimba umurongo ukiriho.

Amazina y’akazi n’amakuru y’ishirahamwe nta n’insiguro y’amajambo afise yo kwemeza, rero bica mu nzira y’ugucapura aho, bikagenzurwa n’urubuga rw’abahinga, urubuga rw’ishirahamwe, canke irindi soko ryigenga. Gukoresha inzira imwe y'uburengeti mu bwoko bwose bw'umurima birabura uburyo bwo kunanirwa bwihariye kuri buri kimwe cose.

3. Ibendera ry'ingorane zo gutanga bitandukanye n'ukuri kw'ishimikiro: Imeyili ibereye mu buryo bw’ubuhinga irashobora kuba iri hafi y’ubusa. Aderesi "sales@" canke "info@" irenga amajambo yose n'igenzura ry'ubutumwa ata ngorane kandi iracari aderesi ifata vyose canke ishingiye ku ruhara idakunda gushika ku muntu afata ingingo nyayo.

Ico ni ikibazo gitandukanye n'aderesi idakora, kandi ikeneye ibendera ryayo bwite aho gupfukwa mu kimenyetso kimwe c'uguca canke c'ukunanirwa. Gufata ivyo bibiri nk’akaga kamwe bihisha neza na neza amadosiye asa n’asukuye kuri raporo kandi akora nabi mu gikorwa co gukangurira abantu gukora.

4. Ikidodo c'igihe ku rugero rw'umurima, si ku rugero rw'inyandiko: Inyandiko yasuzumwe umwaka uheze n’inyandiko yasuzumwe mu kwezi guheze birashobora kwicara muri CRM imwe bisa n’ibisa, bifise ukwizigira gutandukanye cane inyuma yavyo. Iyo itariki "ya nyuma yasuzumwe" ibaho ku nyandiko yose aho kuba ku kibanza cose, umutwe w'ikiganiro umaze amezi cumi n'umwe ugenda uragenda ku kwizerwa kw'imeli yasuzumwe ejo.

Ibimenyetso vy'igihe vyo ku rwego rw'itongo ni vyo bituma umugwi wizigira mu vy'ukuri ivyo uriko urabona, aho kwizigira inyandiko kubera gusa igice cayo giherutse gukorwako.

5. Subira uyikoreshe, ku rutonde: Kwemeza si umugambi ufise itariki y'iherezo. Igihe kirangiye, igice kimwe c’ijana c’urutonde rw’amakuru kiramaze gutangura gusubira gutera, kuko abantu bahindura uruhara n’amashirahamwe ubudasiba.

Urutonde rwemejwe mu mezi atandatu aheze ntiruba rukiremejwe. Ruba ari urutonde rwigeze kwemezwa. Gushira ukwongera kwemeza ku rutonde rusubirwamwo ni vyo bituma ico gihengeri kitongera kwuguruka mu gacerere.

Uko wokwemeza urutonde rw'amakuru imbere yo kugura uburenganzira

Iyi ni intambwe ibirimwo vyinshi vy'abaguzi bisimbuka, kuko ibirimwo vyinshi vy'abaguzi vyandikwa n'umuguzi.

Saba urugero rwo mu buryo butari bwo, atari urugero rw'ibintu bigaragara: Igishushanyo catowe n’umucuruzi ni ikimenyetso, si ikigeragezo. Sobanura ko urugero rukeneye kwerekana ICP yawe nyayo: inganda imwe, ubunini bw'ishirahamwe rimwe, izina rimwe woba uriko uragura. Ico ari co cose gitoyi kandi uriko urasuzuma curated best-of aho gusuzuma urutonde rw'amakuru uzoba uriko uriha. Ico kigereranyo gisobanura ikintu gusa iyo kimeze nk’urutonde rwawe nyarwo rw’intumbero.

Bigenzure wigenga: Gukoresha urugero biciye mu nzira yawe yo kugenzura, atari ivyo umucuruzi avuga ko ari ukuri. Igitigiri c’ukuri kivuzwe n’umucuruzi ni kopi yo kwamamaza gushika umuntu wo hanze y’uwo mucuruzi ayemeje, yaba ari ugusuzuma imbere mu mutima canke ibikoresho vyo gukuraho urubuga gukura amakuru y'akazi n'amashirahamwe y'ubu agororotse avuye ku nzira.

Gusuzuma ahantu n'ukuboko: Ibikoresho vy’ubuhinga bwa none bifata vyinshi, ariko si vyose. Gukuraho igice c’amakuru, amazina n’amakuru y’ishirahamwe bikora neza hano, maze ubisuzume n’amaboko ugereranije n’urubuga rw’abahinga canke uwundi murongo wa bose. Aha niho ufata amakosa arenga isuzuma ryose ry’inyuguti n’imiterere y’amajambo kandi aguma ari amakosa.

Uyishireko amanota, ntuyishireko amaso: Gukoresha urugero ku rwego rwo kwemera nyene wokoresha imbere, maze uruhe amanota. Umubare, si inyiyumvo yo mu mara. Iyo nkuru ni yo uzana mu biganiro vy’amasezerano, kandi biragoye cane ko umucuruzi akubwira avuye mu nkuru yanditswe kuruta iyo ubona.

Raba ingene bishura ku kibazo: Umucuruzi yizigiye amakuru yiwe nta mpamvu nyayo afise yo kugenzura amakuru ubona. Iyo umucuruzi asubije inyuma ku citegererezo cakozwe mu buryo butandukanye, agatanga gusa icategekanijwe, canke agahagarika ivyo asaba vyose, ivyo ubifate nk’amakuru ubwayo. Kenshi na kenshi ivuga vyinshi ku rutonde rw'amakuru kuruta uko urupapuro rwose rwovuga.

Amakosa asanzwe yo kwemeza amakuru ya B2B

Mbere n’amashirahamwe afata ivyemezo nk’ivy’agaciro aracagenda ku nzira imwe nyene.

• Nta nyen’ivyo, nta n’ingene akora. Amakuru araremezwa kandi amadosiye arashirwako ibendera, hanyuma ntaco bishika kuko nta n’umwe afise ivyo bikurikira. Gutera ibendera ry’ikibazo no gutorera umuti ikibazo ni ibikorwa bibiri bitandukanye, kandi gusimbuka ica kabiri bituma ica mbere kigira akamaro.
• Ugushikama kumwe ku murima wose. Si umurima wose utwara uburemere bumwe ku bijanye n'ikoreshwa ryose. Ugutahura neza imeyili ni co gihambaye cane ku masekeza yo hanze. Ugutahura neza umutwe birahambaye cane ku bijanye no gushingira kuri konti. Gufata umurima wose nk’uwuhambaye bingana bituma utwigoro tugabanuka kandi bikasiga umurima mu vy’ukuri utuma habaho ibisubizo bidasuzumwa neza.
• Kwemeza rimwe, igihe ugura. Urutonde rw'amakuru ruremezwa igihe ruza, umuntu wese aragenda, kandi amakuru mashasha aguma yinjira muri CRM ata mugambi wo kuyasuzuma aja imbere. Urutonde rw’amakuru rwari rutomoye ku musi wa mbere ruguma rukura rudakozweko.
• Gukora ivyemezo mu kwitandukanya. Kwemeza birashika, ariko umugwi w’ugucuruza canke wo kwamamaza ukoresha amakuru ntushobora kubona ibisubizo canke ngo ushiremwo. Amabendera yicara muri raporo ata n’umwe ari ku murongo w’imbere asoma, rero nta kintu na kimwe ku buryo akora n’amakuru gihinduka.
• Kwizigira urugero rumwe ku rutonde rw'amakuru rwose. Igitigiri kinini c'ukuri ku citegererezo ntibisigura ko urutonde rw'amakuru rwose rukora mu buryo bumwe. Ibice bitandukanye n'inkomoko zitandukanye mu rutonde rumwe rw'amakuru birabora kandi bikagira amakosa ku rugero rutandukanye, kandi umubare umwe urabihisha.

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Ibibazo vy'ukwemeza amakuru ya B2B

1. Ni ubuhe bwoko bune bwo kwemeza amakuru?

Nta rutonde rumwe rudahinduka, ariko kwemeza amakuru ya B2B muri rusangi bigabanywamwo ibice bine: amakuru yo guhamagara (imeyili, telefone, aderesi), amakuru yerekeye akazi n’uruhara (izina, ubukuru, umukoresha ahuye), amakuru y’ishirahamwe (ikibanza, ubunini, ahantu, inganda), n’amakuru y’ubuhinga canke y’ubuhinga, amakuru y’ubuhinga). Buri rwego rurakeneye gusuzumwa, kuko runanirwa mu buryo butandukanye no ku rugero rutandukanye.

2. Amakuru ya B2B asobanura iki?

Amakuru ya B2B yerekeza ku makuru yerekeye ubucuruzi n’abantu babukorera, akoreshwa mu kugurisha, mu kwamamaza, no mu gushikira abantu. Ivyo birimwo amakuru yo guhamagara, amakuru y’ishirahamwe, amazina y’akazi, n’amakuru yerekeye ishirahamwe nk’inganda canke ubunini bw’ishirahamwe. Ni itandukanye n’amakuru ya B2C kuko yubatswe ku mashirahamwe n’inshingano aho kuba ku baguzi ku giti cabo.

3. Woshobora kumpa akarorero k’amakuru ya B2B?

Inyandiko isanzwe ya B2B irimwo izina ry’umuntu, izina ry’akazi, n’imeli y’akazi, hamwe n’izina ry’ishirahamwe ryiwe, inganda, n’igitigiri c’abakozi. Inyandiko yuzuye cane yoshobora kandi kubamwo ivy’ubuhinga bwa none vy’iyo sosiyete canke ikintu giherutse kuba c’ugutanga amahera. Imwe muri izo nzira ni ikibanza c'amakuru gitandukanye gishobora gusenyuka kidasanzwe.

4. Amakuru ya B2B agura angahe?

Ibiciro biratandukanye cane bivanye n’uwubitanga, uburebure bw’amakuru, n’uko bigurishwa nk’urutonde rw’igihe kimwe canke nk’ukwiyandikisha gukomeza. Ibintu nk’incuro zo kugenzura, ukuzura kw’itongo, n’ukuntu ICP idasanzwe vyose biragira ico bikoze ku giciro. Nta gipimo c’inganda gihoraho, rero birabereye kugereranya bishingiye ku kuri kwemejwe aho kugereranya igiciro ku nkuru gusa.

5. Ni bande ba mbere mu gutanga amakuru ya B2B?

Aho kuvuga amazina y’abaguzi b’umwihariko, ikibazo gifise akamaro kuruta ni ico gitandukanya umuguzi akomeye n’uwugoyagoya: ukuri kugenzuwe ku citegererezo catoranijwe, gutora amasoko mu buryo buboneka, n’igihe co gusubira kugenzura gisobanuwe. Uwutanga amakuru arwanya kuguha akarorero k’uguserukira imbere y’uko ugura ni ikimenyetso kinini kuruta urutonde urwo ari rwo rwose rw’urutonde.